Short answer: a personal trainer's website should cost less than one new client on a monthly coaching package. If it costs more than that every month, or ties you in for three years, someone's having you.
Most trainers say they don't have a website budget. Then you add up the coaching app, the link-in-bio tool, the booking system and the odd boosted post, and it turns out they're already paying for a website, just in pieces that don't rank on Google and don't belong to them. Here's what the real options cost a PT in 2026, and what a site has to do for a coach that it doesn't for a plumber.
Instagram is where people find out you exist. Your website is where they decide to pay you.What you're already paying for
The coaching stack adds up
Coaching apps like Trainerize charge by how many clients you coach, so the bill grows as you do. Their plans are priced in dollars, from around $23 a month for five clients to $120 for fifty, with extras for things like video coaching, payments and a branded app. It's a good tool for delivering programmes. It isn't a way of being found.
Add a link-in-bio page and a booking tool and you've got three or four subscriptions, none of which shows up when someone in your town searches "personal trainer near me".
The options, pricedWays to get a PT website
Link-in-bio page
A tidy list of links: book a call, see packages, follow me.
It only works for people who already follow you. It won't rank, it can't explain how you coach, and if the platform changes its rules, your "website" changes with it.
DIY website builder
A template, your own photos and copy.
You'd need a page for each way you coach, a consultation booking flow and proper reviews. Most template sites end up as one long page with a contact form: 30 to 60 hours for something that still doesn't rank.
"Free website" subscription
A free build, then a long monthly contract.
Over a typical three-year term that's thousands of pounds, often for a site you don't own and can't take with you.
Freelancer or web agency
One-off fee, you own it.
New timetable, new package, new price: each one's a small invoice. So the site ends up advertising last year's offer.
Local or online: pick your fight
In-person coaching is a local search. People look for a trainer near where they live or train, so the site should name the gyms or studios you work from, the areas you cover and whether you'll train people at home. That's a fight a good site can win.
Online coaching is a national search against every coach with an ad budget. It's far harder to rank for, so the site's job there is different: convert the people Instagram already sends you, with clear packages, real client results and an easy first step.
Make the free consultation the easy bit
Most PT sales start with a consultation. Put a booking button on every page, say how long it takes and what happens in it, and show who you are: your qualifications, your CIMSPA membership if you have it, and photos of you actually coaching rather than stock shots of someone else's gym.
The one-client mathsDo the sum that counts
A single session outside London typically runs £40–£80. Monthly online coaching runs £80–£200, and hybrid packages with in-person sessions built in run £150–£350 a month. A Starter build is £1,250 and £79 a month. One new client on a £150-a-month package who stays for a year brings in £1,800, which covers the build with change left over.
That's not a theory. Your Personal Trainers is a live 17-page build for two coaches in Hampshire, covering Fleet and Hook.
Three tiers, all transparent
A one-off build fee plus a small monthly. No long tie-in. You own the site. Cancel any time after the 3-month minimum.
Three years at the Professional tier is £7,144 all in: about the cost of one agency build, but with 36 months of new content, updates, hosting and ongoing SEO bundled in. Stop any time and you keep the site.
Three questions for a PT website
Can people book a free consultation from any page? If it takes more than two taps, you'll lose the ones who were only half sure.
Will it work with my coaching app and payments? The site should hand clients over to the tools you already use, not make you pay for a second set.
If I leave, do I keep the site and the domain? If not, you're renting your shop window.
The right question isn't "what does it cost?" It's "does it turn followers and searchers into paying clients, and is it mine?"
The version built specifically for coaches is the personal trainer websites page. Still weighing it up against Instagram alone? That's website vs Instagram for personal trainers.
Keep reading: How much does a website cost in the UK? Every option, side by side · Every Zenlio price on one page
